IAB Australia has launched a framework to help the advertisers better use generative AI in safer, consistent and more effective ways.
It was designed to respond to AI use shifting from individual experimentation to more structured business adoption across marketing and advertising teams.
“The IAB Australia AI Working Group is very keen to ensure that as AI tools become more deeply embedded in media planning, inventory discovery and technical infrastructure they remain interoperable and fully compliant with both the requirements of sophisticated marketers and also the ever-evolving regulatory landscape here in Australia,” said Jonas Jaanimagi, tech lead at IAB Australia.
While LLMs can accelerate tasks including briefing, planning, content development and campaign analysis, IAB Australia said inconsistent prompting could create risks around accuracy, privacy, brand safety and commercial decision-making.
The five editions of the framework include a General LLM Prompting Edition for foundational techniques, a Buy Side Edition for brand marketers, media agencies and planning teams, a Sell Side Edition for publishers and sales houses, a Creative Edition for creative and content teams, and an AdTech Edition for technical and commercial teams building digital advertising infrastructure.
Each edition includes practical examples that can be adapted for common workflows, including media strategy, audience segmentation, campaign analysis, sponsorship proposals, RFP responses, creative concepting, technical documentation and privacy-safe data architecture.
According to Jaanimagi, in 2026 digital advertising is moving from a world of manual AI experimentation to one of enterprise-scale orchestration
“This LLM Prompting Framework and dedicated guides are designed to be the connective tissue between strategic human intent and autonomous machine execution. It is no longer enough to simply write better prompts; businesses must now manage entire agentic workflows within rigorous, industry-standard guardrails for privacy, brand safety, and transparency,” he said.
Mark Titley, senior commercial data strategist, Paramount and AI Working Group member also commented on the framework.
“Developing practical AI prompting guidance for the Australian advertising industry required genuine cross-functional collaboration. The collective expertise from Laurence Demousselle, June Cheung, Adam Goodman, and Simon Thomas, spanning agency strategy, agentic solutions, enterprise platforms, and creative production, was vital in ensuring this guidance is both technically rigorous and commercially practical for Australian publishers, agencies, creatives, adtech vendors, and brands.
“It was a privilege to work with such a diverse group of experts to help our industry move from AI curiosity to confident, everyday use and we look forward to evolving them as AI capabilities and our industry continue to advance,” said Titley.
IAB Australia’s AI Working Group includes members from Adobe, Bench Media, Criteo, Elastic Group, Google, Half Dome, Integral Ad Science, Mars, Microsoft, MiQ, Mirakl, News Corp Australia, OMD, Paramount, Prophet, Reddit, Scope3, Seven Network, Spark Foundry, StrikeSocial, Suncorp, WPP Media, Yahoo, Youi and Zenith Media.
